How to Get Clients for a Cleaning Business: Proven Strategies that Actually Work

To get clients for your cleaning business, focus on local visibility, referrals, and direct outreach. Set up a Google Business Profile, ask happy clients for reviews and referrals, and build relationships with realtors and property managers who need cleaning services regularly.

That's the short answer. The longer answer is that the cleaning industry is large, but it's also full of opportunities for small businesses.

The U.S. janitorial services market is worth about $112 billion in 2026 (IBISWorld). But no single company dominates the industry. The 50 largest companies control less than 15% of the market, while more than a million small businesses compete for the rest.

That's good news for you because it means small cleaning businesses still have plenty of room to grow. You don't need to compete with big national companies. You just need to become the go-to cleaner in your local area.

Below, you'll find practical strategies that can help you grow, whether you're trying to get your first few clients or expand into larger contracts.

Know the Ideal Client Before You Start Marketing

Before you spend time or money on marketing, decide who you want to serve. If you try to attract everyone, your marketing will be less effective.

Think about the type of clients you want most. For example:

• Busy professionals who want a spotless home and are willing to pay for convenience.
• Families who need regular help keeping their homes clean.
• Retirees who want a reliable cleaner they can trust.
• Property managers and Airbnb hosts who need frequent move-in, move-out, or guest turnover cleaning.

Once you know your ideal client, it's easier to make smart decisions. You can choose the right pricing, write better marketing messages, share the right photos, and focus on the platforms your clients actually use.

As your business grows, pay attention to your best clients. The clients who book regularly and pay well often bring in most of your income. Focus on finding more clients like them instead of trying to serve everyone.

12 Ways To Get Clients For A Cleaning Business

Here are 12 proven ways to bring in cleaning clients, ordered roughly from the free essentials to the paid and advanced tactics. Start at the top.

1. Set Up and Optimize Your Google Business Profile

Your Google Business Profile is one of the best free ways to get cleaning clients. It helps you show up on Google Maps and in local search results when people look for services like "house cleaning near me."

Create or claim your profile and fill out every section. Add your service area, business hours, a clear description of your services, and plenty of photos. Ask clients to leave reviews and keep your profile updated.

This matters because over 55% people search online before hiring a home service company. A complete profile helps more people find you and trust your business.

2. Build a Simple Website That's Easy to Book

You don't need a fancy website. You just need one that clearly tells people who you are, what you do, and how to contact you.

When someone visits your site, they should quickly see your services, service area, pricing (or how pricing works), and photos of your work.

Make it easy for people to request a quote or book a cleaning. A simple contact form or online booking option can help you get more inquiries.

Keep your website clean and easy to read. Avoid long paragraphs. Most visitors will only skim the page before deciding whether to contact you.

3. List on Cleaning Lead Platforms

Lead platforms can help you find clients quickly, especially when you're just starting out. These platforms connect you with people who are already looking for cleaning services.

Create profiles on platforms like Thumbtack, Nextdoor, Angi, and Yelp.

Add good photos, describe your services clearly, and include your customer reviews. Make your profile as complete as possible.

Most importantly, reply to inquiries quickly. Many clients hire the first cleaner who responds, so a fast reply can help you win more jobs.

Also, use the same business name, address, and phone number on every platform. This helps people find you and builds trust in your business online.

4. Launch a Referral Program

Your happy clients can help you bring in new business. Give them a reason to recommend your services to friends, family, and neighbors.

Offer a simple reward for every new client they refer. For example, "Give $25, Get $25" is easy to understand and easy to share.

Word of mouth works well because people trust recommendations from those they know. A friend’s suggestion often carries more weight than an advertisement.

5. Maximize Repeat and Recurring Business

Getting a new client takes time and effort. Keeping an existing one is much easier. In fact, repeat customers generate 64% of cleaning business leads.

That's why repeat clients are so important. They give you steady work and a more predictable income. A business with regular clients is also stronger and more valuable than one that relies only on one-time jobs.

Make scheduling and rescheduling simple while working. And focus on the experience that keeps people subscribed. Show up on time and deliver consistent results.

For more on the numbers behind this, see our guide on cleaning business profit margins.

6. Partner With Realtors, Property Managers, and Landlords

These professionals can become a great source of repeat work.

• Realtors often need move-in and move-out cleaning.
• Landlords need homes cleaned between tenants.
• Property managers need cleaners they can call when a job comes up.
• Airbnb hosts also need to clean after guests check out, which can lead to regular work.

Reach out and introduce your business. Let them know you provide fast, reliable cleaning services and make it easy for them to contact or recommend you.

You can also connect with Airbnb hosts through local Facebook groups and short-term rental communities.

Above all, focus on being reliable. These professionals recommend you to their clients and tenants, so they need to know they can count on you. If you do good work and show up when you say you will, you can build relationships that bring you work for years.

7. Collect and Showcase Reviews

Reviews help people trust your business. Before hiring a local service, 93% of people check online reviews to see what other customers think.

Ask every happy client to leave a Google review. The best time to ask is right after you finish a great cleaning job, while the experience is still fresh in their mind.

Make it easy by sending them a direct link to your review page. The easier you make the process, the more reviews you'll receive.

Treat every job as a chance to earn a positive review, whether it's a first-time client or a long-term customer.

Over time, a steady flow of recent reviews can help you build trust, attract more clients, and improve your visibility in local search results.

8. Simplify Your Pricing Structure

If people don't understand your pricing, many will leave and look for another cleaner.

Make your pricing easy to understand. Decide whether you charge by the hour, by the size of the home, or by a flat rate for each service. Then explain it clearly.

You don't need to list a price for every situation, but you should give people a starting point. For example, you can say, "Standard cleaning starts at $X."

When setting your prices, make sure they cover your labor, travel, supplies, insurance, and profit. Don't lower your prices just to beat competitors.

A busy schedule won't help if you're not making enough money on each job.

9. Use Social Media and Local Groups

Social media helps people remember your business when they need a cleaner.

Share simple content like before-and-after photos, short cleaning videos, and introductions to you or your team. This helps people see the quality of your work and get to know your business.

Local Facebook groups and Nextdoor are especially useful because people often ask for cleaning recommendations there. Join local groups, answer questions, and be helpful instead of only promoting your business.

You can also post cleaning tips, quick tutorials, and before-and-after transformations on Instagram, TikTok, and YouTube to reach more potential clients.

10. Use Traditional Local Marketing

Local marketing still works, especially in neighborhoods with lots of homes.

Hand out flyers, door hangers, or postcards that show your services and before-and-after photos. Focus on areas where you already have clients. This helps you get more jobs nearby, so you spend less time driving and more time cleaning.

If you're just starting out, try door-knocking in your target neighborhoods. It takes effort, but it can help you get your first few clients faster than waiting for online leads.

You can also put your business name and contact details on your car or van. Every trip becomes a chance for local people to notice your business and remember it.

For more ideas, see our guide on marketing a janitorial business.

11. Reach Out Through Cold Calling or Emailing

Direct outreach is a great way to win commercial cleaning clients. Instead of waiting for businesses to find you, contact them yourself.

Reach out to office managers, property managers, facility managers, and local business owners. Keep your message short and focus on how you can help them.

If you send an email, mention their business, explain that you provide reliable commercial cleaning in the area, and ask for a quick call or site visit.

Create a list of businesses that match your ideal client. Contact a few each week and follow up once or twice if you don't hear back. Most won't respond, but the ones who do could become long-term clients who bring you steady income.

12. Join Industry and Local Business Groups

Joining industry and local business groups can help you build trust and find new clients. These groups also give you access to training, certifications, and networking opportunities.

Consider joining organizations like ISSA or BSCAI if you want to grow your commercial cleaning business. They can help you learn industry best practices and connect with potential clients.

You should also join your local chamber of commerce and business networking groups. These are great places to meet property managers, office managers, and business owners who may need cleaning services.

Being a member of a respected organization can make your business look more professional and help you stand out from competitors.

Leverage Technology for Commercial Cleaning Management

As your business grows, it gets harder to manage everything with phone calls, text messages, or memory alone. The right software helps you stay organized and deliver better service.

A cleaning business software can assign jobs, schedule your team, track where cleaners are, confirm they arrived on time, and keep records for billing. This saves time and helps you avoid mistakes.

Tools like FieldServicely combine GPS time tracking, crew scheduling, and location-based check-ins in one place. You can see where your team is and make sure every job gets done on time.

This becomes even more important when you have commercial or recurring clients. Missing or arriving late to just one job could cost you the contract. When you stay organized and deliver reliable service, your clients are more likely to stay with you and recommend your business to others.

Tips to Win Commercial Cleaning Contracts

Commercial cleaning contracts can give you a steadier income than one-time residential jobs. Businesses like offices, retail stores, medical clinics, schools, and gyms need regular cleaning, so they often sign ongoing contracts.

Connect with the right people

Build relationships with office managers, facility managers, and property managers. You can meet them through local business groups, networking events, or your local chamber of commerce.

Look for contract opportunities

Many businesses and government agencies post cleaning contracts online. Search for open bids and send a clear proposal that explains your pricing and exactly what your service includes.

Show that you're reliable

Commercial clients want a cleaning company they can count on. Highlight your experience, insurance, and ability to deliver consistent results. If you use scheduling or dispatch software to keep jobs on time, mention that too.

Start small and grow

Don't try to win the biggest contracts right away. Start with smaller businesses, such as dental offices, small gyms, or local shops. As you build a good reputation, you can use those clients as references and grow into larger contracts.

Conclusion

That’s all about how to get clients for a cleaning business. By now, you already understand that getting cleaning clients doesn't depend on one strategy.

You need to help local people find your business, earn their trust with reviews and referrals, and build relationships with clients who need regular cleaning. Start with the basics, like creating your Google Business Profile and asking every happy client for a review.

As your business grows, tools like FieldServicely can help you schedule your team, manage jobs, and keep your service consistent.

Start managing your cleaning business with FieldServicely today. Try it free with no base fee, no credit card, and no commitment.